Getting Associates into Production
1). Have them write policies on themselves. I personally don’t believe you should sell a
product unless you have enough confidence to own it yourself.
2) Review “Your existing business network”, and break it into 3 lists (one to call on for
direct policies, one to call on for referrals, and one to call on for new accounts).
Coordinator should be with the new associates during these calls as well as on
appointments. Associate should do phone calls, presentations, etc. Coordinator is there to
give them support, training, and take over only when they stumble.
3) Design a marketing plan for new associate encompassing “Smartstart Drops” and
“Marketing for Success” techniques. Hold them accountable for the activity; assist them
on calls and appointments.
Sample Marketing Plan:
7:30- 8:00 Prepare for day, read something positive
8:00-9:00 15 cold telemarketing calls and/or follow up on corporate drops
9:00-10:00 10 follow up phone calls on existing business network
11:00-11:45 10 pre-approach and/or direct mail letters
11:45-12:30 Lunch
12:30-2:00 15 new corporate drops
2:00-3:00 10 emails to prospective business owners
3:00-4:00 Broker calls, Chamber visits, trade show inquiries, networking inquiries
4:00-4:30 Follow up on previous activity
4:30-5:00 Plan following day
*Notes- We must teach associates to plan every day and then execute their plan. We are
in a numbers game; help them realize that regardless of their skill set, if they follow a
plan they will succeed. Their skills will improve with training and experience and their
job will become easier and more profitable.
Planning is the first step.
All pre-call planning (lead generation, etc.) should take place outside of regular business
hours (8-5).
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Hopper Theory
The Hopper Theory is to have 35 employer presentations between a YES and NO. If an associate
makes 1-employer presentations per day, it would take 10 weeks to fill the Hopper. Once the Hopper
has 35 decision makers between a YES and NO, it is easy to replace the responses that will come out
of the Hopper. For instance, if you get 2 NO responses and 1 YES response in the week, then you only
have to replace 3 employer presentations to maintain 35 in the Hopper. If associates will follow the
Hopper Theory, there is no doubt they will be successful in opening a large number of accounts
To make the Hopper Theory work, a prospect should not stay in the Hopper for more than 90 days. If
after 90 days the prospect has not made a decision, you should remove them from your hopper and
assume it is a NO. For veteran associates who are calling on larger accounts (100 EE’s and up), you
may consider reserving up to 5 spots in your hopper for prospects more than 90 days old.
The key to opening a large amount of payroll accounts is consistent activity. This is why you must
turn over your prospects after 90 days. New accounts are the foundation of long-term success with
AFLAC. As you build your block of business you are building security in the form of renewals and
stock as well as having places to go to write business with new hires and at open enrollment. Accounts
are ASSETS! Our region averages $4,000 of new business each year in each existing account. Using
the Hopper Theory you should be able to open up 2 new groups per month. If you do this consistently
for 2 years you will write $192,000 in a.p. in service work alone! This plus renewals, stock, and new
accounts translate into a perennial six-figure income.
Training Tip
Use the Hopper Theory as a guide to where you need more training.
1) If you have trouble filling your hopper with 35 prospects, revisit Marketing For Success with
your DSC and consider going through this class again.
2) If you’re having trouble with too many groups falling out of your hopper due to the 90 day rule,
work with your DSC on employer presentations and more importantly closing techniques.
3) If your closing groups and not making the income you want, work with your DSC on group
presentations and one on one enrollments.
*If we break this business down to the basics, and follow basic rules of sales such as the Hopper
Theory, this business can become much easier!
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?? Your Existing Business Network??
Answer the following question (Who is?) beside each one of the following questions that best pertains to you:
Your old employer(s)
Your former school teachers/classmates
Your Church affiliations
Your previous landlord(s)
Your automobile salesperson
Your children’s acquaintances
Your lodge or club acquaintances
Your grocer
Your jewelry store owner
Your suit/dress salesperson
Your pet salesperson or groomer
Your election board representative
Your travel agent
The best man at your wedding
Your local theater owner
Your real estate appraiser
The person who made your awnings/storm windows
Your pharmacist
Your child’s music teacher
Your computer salesperson
Your attorney
Your newspaper delivery person
The person who sells you gas or oil
The person who made your latest family portrait
The person who sold you your furniture
The person who sells you glasses or contacts
Chief of your fire department
The head of the Lions Club, Kiwanis, etc.
Your express delivery man
The person who owns your lumber yard
Your postmaster or mail carrier
Your barber/hairdresser
The organist at your Church
The person who prints your stationary
The person who services your mower
The person who sells you goods and service
The person who re-upholstered your chair
The head of your bank
Your appliance repairman
Your local printer
The owner of the hotel nearest you
Members of your political party
Your painter and decorator
Your neighbors
Your delicatessen owner
Your pet’s veterinarian
Your auto repairman
Your physician
Your dentist
Your piano salesperson
Your boat salesperson
Your nurse
Your accountant
The person who stores your clothes
The person who sells your fishing tackle
The person who heads the local PTA
The person who does your dry cleaning
Your florist
Your police force members
The person who insulated your house
The person who sold you your fence
Golf acquaintances
Your waiter/waitress
Your lawyer
Your previous customers
The principal of your child’s school
The person who sold you your blinds
Your plumber
The person who soles your shoes
The owner of your bowling alley
The owner of your local hardware store
Your pastor and leaders of your Church
The person you do charity work for
Your previous business contacts
Your favorite sport or hobby enthusiasts
Your civic affiliations
Your bank representative
Your mechanic
Your spouse’s acquaintances
Your butcher
Your jeweler
Your carpet salesperson
Your shoes salesperson
Your office supplies salesperson
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The Purpose of a Cold Call
Contrary to popular belief, the purpose of a cold call is not to generate an account and a
commission off of that account. The true purpose of a cold call is to meet and develop a
relationship with a business owner who can refer you to the following people:
1) Other business owners they personally know
2) Their health insurance broker who has other commercial clients
3) Their P and C broker who has other commercial clients
4) A trade association they are part of that has other business owners in their industry
5) A community association they belong where other business owners belong
6) Their CPA or accountant who has other business owners as clients
7) Their retirement plan broker who has other commercial clients
8) Their life insurance agent who insures other business owners
9) Their banker who has relationships with other business owners
Understand that when we make a cold call, yes; we want to obtain a client and get paid
for that. However, regardless of whether or not the person we cold called on does
business with us or not, it is imperative that we ask for these referrals. If we cold call on
25-40 businesses and can obtain these referrals, we will never have to make a cold call
again in our careers. Referrals are easier than cold marketing, your close ratios will be
higher, and you will have an endless chain of prospects.
.
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The Endless Appointment
The concept of the “endless appointment” is that every appointment you go on should
lead to another appointment. You should never end any appointment in your career
without scheduling the next appointment while you are in front of the prospect, client, or
referral source. Both you and the individual you have the appointment with should write
down and confirm the time and date of the next appointment. This concept includes but is
not limited to:
1) When you call someone on the phone you should set and confirm the next specific
time and date for the next phone call or a physical appointment.
2) When you meet with a company you should set and confirm the next appointment
or phone call.
3) When you enroll a company you should set and confirm the time and date of the
next service call.
4) When you visit a broker or center of influence you should set and confirm the next
physical appointment.
The bottom line is “I’ll call you in two weeks” is not sufficient enough to be successful in
our industry. We must set and confirm your next appointment.
The advantages to this concept include: you have a set next meeting, you stay busy and
task oriented, no one falls through the cracks, you will get more business by being
professional, your service levels will be second to none, and your problems with accounts
being inactive or unprofitable will be minimized.
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7 Sure-Fire Ways to Build Your Referral Business
By Darrell Zahorsky, About.com
1. Set A Target: In business, measure the results to improve performance. Set a clear goal
with a time line. Example, 10% increase in referral business over the next 10 weeks.
2. Timing: Conventional sales wisdom claims the best time to ask for the referral is
immediately after the close. This tactic is far too aggressive. Give your clients time to
experience your service or product before asking for a referral. Ask for the referral at close
only if your client is already delighted with your business.
3. Top 20: Not all customers are referral candidates. Find the top 20% that are ecstatic about
your business and ask them for referrals. Make sure their network is the type of client you
want.
4. Give and You'll Receive: Give your clients extra service and follow-up support before
asking for referrals. When you give willingly to your customers, they will return the favor.
5. Type of Customer: Inform your referring clients of the type of customers you can help.
Provide a clear picture of the customer demographics for your small business.
6. Rewards Program: Provide special rewards to your referring customers on a regular
basis. If a customer provides you with 5 sales, offer them something special, e.g. discounts.
7. Thank-You: Lisa A. Maini, President of my Marketing Manager, recommends businesses
need to establish trust to build referrals. Lisa says, "Create a basic thank you letter that can
be personalized and sent to each referral you receive. Treat your referral sources with the
utmost of care and you will not only build a foundation of trust but keep hot prospects coming
to your door."
These tips are simple but when executed on a regular basis they can drive your referral
business and build sales revenue. Start today and watch your referrals grow.
Taken from
http://sbinformation.about.com/cs/advertising/a/aa020203a.htm
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